One of the principal concerns of any retail company is the correspondence of its policies to the principles of conscious marketing, and Everlane and Patagonia are no exception to the rule. These companies face marketing challenges that relate to the necessity to satisfy customers by offering eco-friendly products. It is vital for ensuring a sustainable demand for their services, but existing policies seem to be controversial.
Patagonia, the first company under consideration, seems to be willing to adjust its policies to the environmental needs of customers. On their website, one can see information about their concerns for environmental issues (“Environmental Activism”). However, Patagonia’s success is challenged through the remaining paradox of correlation of an increase in sales and emissions from packaging and shipping (“Patagonia: The Paradox”). Therefore, the company’s environmental policy is not efficient enough.
As for Everlane, it also supports the need for the solution of similar issues but implements another approach. Their website presents information on the lowest-impact materials used for clothing production (“Tread”). Their actions seem to be more specific than the ones of Patagonia, and they lead to higher satisfaction of customers (“Everlane Summer”). However, the harm from packaging and shipping is not appropriately addressed by this company as well.
Everlane and Patagonia are the companies trying to be good citizens, but the specificity of their activities does not imply any improvements soon. To increase the goodwill through marketing, they should focus on the issues not covered by current policies. In this way, an increase in sales will not be inevitably harmful to nature and will bring more awareness of the possible negative impact of retail companies’ activities.
Works Cited
“Environmental Activism.” Patagonia, n.d. Web.
“Everlane Summer Outfits – What’s New In | AD.” YouTube, uploaded by Dearly Bethany, 2019.
“Patagonia: The Paradox of an Eco-Conscious Company.” YouTube, uploaded by Our Changing Climate, 2017.
“Tread.” Everlane, 2019.